Are your newsletters failing to garner the attention they deserve? How can you stop your emails getting ignored or deleted before they’re even opened? How about improving click through rates? Read through our 10 tips and put them into practice to improve both open and click-through rates.

1. Make good use of the preview text. Create short and snappy content that will appear alongside the subject line. Don’t rely on the client to pull this content for you, create your own and give your audience an insight into what the email contains.
2. Spend time on the subject line. The subject line needs to encourage clicks, make it compelling and irresistible to your audience. The subject line should be 50 characters or less, written in a way that your audience responds to and it needs to be clear and concise.
3. Shorter emails perform better. Don’t stuff the email full of all your latest news or articles, keep it short. Remember that most people scan read emails, so the keep it short and make sure the calls to action stand out.
4. Avoid the formal writing style; the content should be written in a conversational tone.
5. Use one call to action button per email and position it where it’s easy to see and where it will make sense with the content of the email.
6. Add one or two text links into the content to increase engagement. Link a phrase rather than one or two words.
7. Add links to the images you use in your email.
8. Don’t forget to add your social sharing buttons to allow readers the opportunity to share the content on their own networks.
9. Optimise your emails for mobile users. Don’t assume it will look good and work correctly on a mobile device, check and double check. The email needs to fit neatly in the screen and be clickable!
10. Test your emails before you send them out to your mailing list. Check how it appears and works in multiple email clients and on different devices.